OTX report: Digital signage captures more attention with less annoyance

A recent study conducted by Online Testing Exchange (OTX), a consumer research and consulting firm, shows that 63 percent of adults find that advertising on digital signage “catches their attention,” while 26 percent find it annoying. The “Digital Out-of-Home Media Awareness & Attitude Study” found that 44 percent of people pay some or a lot of attention to digital signage advertising. These findings rank digital signage over traditional billboards, the Internet and mobile phones, and on par with magazines, radio and newspapers, trailing only TV.

Among other findings of the OTX study:

Awareness of digital out-of-home media is high; 62 percent of adults have seen digital signage in the past 12 months. This level of awareness is similar to billboards, magazines and newspapers.

On average, people notice digital signage in six different kinds of locations during their week.

People find the advertising to be more unique (58 percent), interesting (53 percent) and entertaining (48 percent) than other media.

The report also indicates that digital signage impacts 18- to 34-year-olds more – three-quarters have seen digital signage in the past 12 months and notice digital signage in seven different locations during their week. For this demographic, digital signage advertising is more unique (63 percent), interesting (57 percent) and entertaining (53 percent) than advertising on other media.

SeeSaw Networks commissioned the OTX study to measure the awareness, engagement, impact and attitudes toward digital signage compared to other media. Data was collected from more than 1700 consumers in July 2007.

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